In geometry, a square is a rectangle but a rectangle is not a square. In digital marketing, all Key Performance Indicators (KPIs) are metrics but not all metrics are KPIs. Misunderstanding that logical distinction might be the most common reason for poor KPI selection.
Just because you can measure something doesn’t mean you should if it doesn’t directly relate to a current business goal. Moreover, for any business goal, there might be more than one suitable KPI that speaks to it.
That’s why KPI selection is a critical part of digital marketing strategies that has a direct impact on effective reporting. In fact selecting and showcasing the right KPIs may be more important than any other factor except for data accuracy. You are what you measure.
Choosing and measuring
the right KPIs enables and encourages campaigns and initiatives that lead to sustainable growth and digital success. However measuring the wrong KPIs, may incentivize the wrong types of outcomes for long term success.
If you are struggling with choosing the right KPIs for your business, don’t worry, it’s a process! In this blog post, we are going to cover a very basic set of five questions you can ask yourself about your website and organization that will help you identify which KPIs are right for you, and more importantly, why.
Digital marketers can strive to reach audiences around the world but they can also focus on the users right next door. For brick and mortar businesses, it’s mostly the latter. When your market is your own community, it’s your local website users that are the most important to understand and study.
Reporting on local data
is an important role for agencies and in-house analysts. To gather information and build action plans, Google My Business (GMB) dashboards hold a number of useful insights about how local customers are finding you online.
Until fairly recently, the ability to export this data outside of the GMB environment was fairly limited and required some manual workarounds. Fortunately that’s no longer the case because GMB added some convenient export functionalities. These exports provide easier ways to analyze and leverage this data. In this post, we’ll review some basic considerations, best practices and ideas for reporting on the data you’ll find in Google My Business listings.
Digital agencies often have a love/hate relationship with client reporting. On the one hand, agency accountability and performance is almost always assessed, at least partially, through data-based reporting. In that sense, the data in reports is essential to account management and long-term client retention. Reports are the lifeblood of agencies and when agencies succeed and can clearly show their value to clients, they love to report on it. Who doesn’t love pointing to a win?
We can now track a single user across multiple devices, channels and through all of the touch points that led up to a sale. But at the end of the month, there’s an odd asymmetry between the types and amounts of data a typical agency tracks and records and the workflows used to gather, analyze and report on it. Simply put, there’s too much button pushing. Data scattered across multiple spreadsheet exports need to be gathered and then massaged together. Charts and graphs are often manually created and then moved over to a document or slide deck. It’s an arduous process that needs to be repeated every 4 weeks.
But there are easier, quicker (and better!) ways for agencies to report. Whether it’s through periodic reports that update automatically or real-time dashboards, there is much promise in automated reporting
and capabilities get better every year. Finally, the sophistication of reporting processes can match the sophisticated technology used to run campaigns!
In this post, we’ll discuss some of the advantages and the value that automated reporting brings to agencies and their clients.
This season, one of the best gifts any business can receive is new data. All of the days, weeks and months leading up to the holidays contain useful information that can be captured and should be applied to future initiatives. So, as this year’s season wraps up and we begin looking forward to what the New Year brings, don’t forget to look back at efforts and analytics to find out what kinds of insights have been left in your digital stocking.
In today’s post, we’ll cover some of the information that deserves documentation to get a head start on what to do and what to expect next year.
The normal school of thought about digital marketing reports may not be enough when it comes to providing analytics data for higher education institutions. Colleges and universities are businesses and share some of the same needs as organizations in other sectors, but there are specific requirements, goals and user behaviors that are unique to this vertical. These nuances raise the degree of difficulty involved in providing truly insightful and meaningful reports.
In this article, we review some ideas for ways to dig deeper, and ultimately, learn more from your digital marketing analysis for institutions providing higher education to students.